網路購物服務失誤、服務補救與補救效果之研究

A Study of Online Retailing Service Failure and Recovery

王詩梅(Wang, Shih-Mei)

指導教授 ： 江義平 ； 蔡坤宏

國立臺北大學/商學院/企業管理學系/碩士(2010年)

摘要

在服務傳遞中的任何時點，顧客覺得企業提供的服務或產品低於原先心中期望的標準，或是未被滿足都稱為服務失誤。也因為服務的特殊性，使得服務失誤難以避免。隨著網路交易越來越頻繁，網路購物發生失誤的狀況也越來越多。若能與舊顧客維持友好關係對企業有許多好處。企業應該有一套作業流程使第一線服務人員或機制可以盡快彌補顧客在服務傳遞過程中遭受的損害，期望能藉由成功的補救降低顧客負面情緒或口碑的散佈，如果能提高顧客忠誠與再購意願並為企業傳遞正面口碑是最好的補救效果。本研究在探討網路購物服務失誤、服務補救之構面與對補救效果的影響。
而本研究調查1,287位有不愉快購物經驗的消費者，整理出網路購物服務失誤可歸納為「購物流程介面失誤」、「安全與保證失誤」、「資訊可信度失誤」、「核心服務遞送失誤」四大類，而服務補救則有「心理補償」、「實質補償」兩類。經由集群分析歸納出：(1) 四個對於網路購物服務失誤在意程度不同的集群，分別為「重視安全與保證型」、「錙銖必較型」、「重視資訊型」、「漠不關心型」； (2) 多元尺度分析發現綜合型購物網站，幾乎大多分佈在購物流程介面失誤構面，也可發現發展成熟的綜合型購物網站競爭愈趨白熱化的趨勢。 (3) 從PLS模型中可知安全與保證失誤、資訊可信度失誤與核心服務遞送失誤發生利用心理補償或實質補償，顧客認為都合適。唯有網路購物介面的失誤，顧客認為不論是提供心理補償或實質補償都不適合。最後，本文依研究結果提出了相關的結論與建議。

關鍵字

網路購物服務失誤,服務補救,網路行銷

並列摘要

Customers feel that services or products does not meet their expectations. That is the case of service failure. Failure may be occurred and dissatisfy customers. Production and consumption of many retail services generally occur at the same time, meaning that customers interact with service providers at the time service is delivered. Because of the features of service, it is hard to avoid the service failure. Many studies suggested keeping good relationships with existing customers could bring a lot of benefits for service providers. A service provider should attempt to provide a gain via some recovery effort to offset the customer’s loss. Service providers hope an effective recovery could mitigate negative word-of-mouth, and turn it to be positive word-of-mouth. The objective of this paper therefore is to examine the influence of service failure and service recovery and post recovery effect in online retailing industry.
Data were collected through a survey using a structured questionnaire. The 1,287 respondents were analyzed according to whether they have unpleasant shopping experiences. Online shopping service failures can be summarized as four categories, including "shopping process interface failure", "safe and guarantee failure", "Information reliability failure" and "core services delivery failure." Service recovery included "psychological compensation" and "tangible compensation." In addition, customers could be divided into four groups by the importance of service failures, including "safe and guarantee type", "pinch pennies type", "information type", "care nothing type." (2) Multidimensional scaling analysis suggested that most integrated shopping sites were near "shopping process interface failure" and faced increasingly intense competition. (3) PLS model revealed customers considered whether to provide compensation for psychological or tangible is not suitable in "shopping process interface failure" condition. Finally, the findings in the paper have relevant conclusions and recommendations.

並列關鍵字

service failure,service recovery,online marketing

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